Nike Team needed a new distribution channel, fast. This team equipment and apparel sales arm of Nike lost outbound lead generation after years serving high schools and youth club teams. With Nike's global division already owning NCAA partnerships, the Team division ignored colleges and universities entirely while their own markets oversaturated.
Find and test the market: As a collegiate club athlete at the time, I knew no one was directly serving this growing mass of students seeking Nike Team's exact offerings. I quickly tested the market by contacting Syracuse's other club teams and was met with overwhelming demand for team swag and bulk equipment orders.
Build the lead engine: I created our division's first complete CRM database, automating the collection of and contact with over 4,000 viable collegiate club sports teams across the country.
Blitz the market in one swoosh: Within the next season for every sport, we hit each team's leaders with the right offerings inside their slim pre-season buying window. I combined Nike's global branding with segmentation by sport/season/school to power personalization that made a club team's inbox feel like Division I.
4.5x outbound orders: Collegiate club teams quickly adopted Nike Team as their destination for team orders, growing outbound demand by 4.5x in the first year.
National CRM rollout: The new CRM database and personalization playbook grew expanded across every sales channel in the organization.
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